MIEBO Ohh Yeah
A prescription eye drop campaign that became a cultural catchphrase.
Client
Bausch + Lomb
Role
Creative Director / Brand Identity / Concept Development / Social Direction / Times Square Activation & 3D Billboard Direction
The Brief
90% of people with dry eye are treating it with the wrong product (over-the-counter drops) when they actually need a prescription solution. But they don't know it. No one thinks "dry eye" is worth a trip to the doctor, and most can't even name a prescription brand.
The Goal
Make MIEBO more than a product. Make it a feeling. Drive demand for prescription treatment by increasing awareness and turning MIEBO into a rallying cry, something memorable, repeatable, joyful... and ownable
The Idea
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The Idea *
We didn’t just launch a drop, we launched a moment.
A rallying cry. A new way to talk about dry eye that cuts through clinical speak and connects emotionally.
"Ohh yeah" became a sticky, sonic, social shorthand for relief. For power. For prescription treatment that actually works.
The Strategy & Execution
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The Strategy & Execution *
We launched MIEBO across every major touchpoint, creating a 360° campaign ecosystem that made people stop, smile, and see themselves in the message.
TV Spot
Our cheeky, color-drenched :30 introduced a world where dry eye relief finally lives up to its promise. It felt more like a beauty spot than a pharma ad, on purpose.
Times Square Takeover
We made history with the first branded 3D billboard for a pharma brand. The immersive eye design blinked and glistened with relief—literal eye candy on the most iconic stage in the world.
On-the-ground Activation
We created a fully immersive, multisensory brand experience in the heart of Times Square. At the center was a walk-in dome designed to simulate the feel of a dry eye, with gritty textures and dehydrated soundscapes. Surrounding it, we recreated the airplane set from the commercial and staged an interactive photo booth for fans to join the moment. The entire event was hosted by Erin Andrews, who appeared live on-site and helped bring national attention through a segment on Good Morning America. Thousands of consumers lined up to feel the problem and the solution for themselves.
Social Media
From paid to organic, our social content embraced the internet’s language: memes, gifs, TikToks, and influencers all saying the same thing: "ohh yeah."
Results That Matter
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Results That Matter *
2B+
impressions in Q4 alone
800%
increase in awareness vs. OTC drops
164%
surge in site traffic week over week
80%
quiz completion rate
Recognition:
Reggie Awards
Healthcare Industry Spotlight
Manny Awards
Best Multichannel Campaign (Branded)
Behind the Concept
I led this campaign to make a pharma brand feel anything but pharmaceutical. From brand identity to bold visuals, to directing the Times Square 3D billboard and social creative, I helped make MIEBO a breakthrough brand with a voice and a wink. Because relief doesn’t have to be boring.
From Trust to Transformation
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From Trust to Transformation *
Making dry eye famous is no small feat. But when your message is clear, catchy, and joyful—it sticks. Ohh yeah it does.